PR you won't learn from your professor

This is the first in a series of posts related to "Chicago in the Loop" conference which offer insight into the PR profession you won't learn in the classroom.

There are some things you just won’t learn in class. The wealth of knowledge, tips and concepts I discovered at the “Chicago PR: Get in the Loop” conference presented by the DePaul University PRSSA Feb. 11 and 12 could never be taught with chalk, a textbook or a test.

“Get in the Loop” helped me discover an amazing perspective into the public relations industry; a perspective acquired through networking, experience and storytelling featuring intelligent professionals.

Susan Howe, president of global PR firm Weber Shandwick, delivered a keynote speech at “Get in the Loop” that was full of information young professionals should know about the public relations industry. Below is an overview:

1.    Diversity of opportunity – Howe highlighted that employees can change jobs without changing employers. Within a large company that encompasses a variety of services, job transfer is a reality for someone looking for a different entrée of work.

2.    “Career Experts are bullish on public relations,” said Howe, noting that between 2008 and 2018 the field will increase by 24 percent or 66,000 jobs according to the U.S. News and World Report.

3.    The evolution of the communications industry positions PR as the new weapon for marketers. Howe provided the following timeline with short keywords that define each period:

1980s: “Traditional PR doers”
•  Announcements, presentations and collateral
1990s: “Integrated PR drivers”
•    Coverage, strategy, awareness and buzz
2000s: “New influencers”
•    Reputation, engagement and experience

By new weapon, I think Howe is suggesting that executives are realizing PR is more cost-effective than advertising and marketing, and they realize PR can still produce excellent results (not to say advertising and marketing aren’t important). Companies can establish a two-way dialogue with customers through social media for a small cost.  Reputation management has never been more crucial in a time where anyone with a keyboard can shout out to the masses.

Open up your newest PR textbook, read it cover to cover and let me know if you learn the aforementioned information. Thanks to DePaul University and Susan Howe, I learned this in just one hour.

[My next post will give an overview of media monitoring software like Cision and Radian6]

What’s something you have learned outside of the classroom that you would never see in today’s textbooks?